Government On Social Media

U.S. Military On Social Media: Instagram

U.S. Military On Social Media: Instagram

How do the armed forces of the United States use Instagram?

Who is most successful and why?

How can people communicate with our men and women in the military on this social channel?

Over the last few years, the U.S. military has become more active on social media. Some branches have been more active than others. For example, over a three week period the US Coast Guard posted 110 pictures and videos on Instagram, where as the US Army posted only 25. However, post activity on Instagram only tells part of the story.

In our evolving dashboard below, we are collecting data and reviewing posts to determine how the Air Force, Army, Coast Guard, Marines, and Navy use Instagram, as well as how people interact with their accounts. What images and videos tend to be most popular and why? Who does our military communicate with on Instagram and why? And who are the most visible leaders in Instagram when it comes to our armed forces?

The purpose of this data is to help citizens, businesses, and other government agencies understand what is of interest to, and how to communicate with, the different branches of the US military on Instagram.

Who has the most Instagram followers?

US Air Force (479,000)

US Army (551,000)

US Coast Guard (141,000)

US Marine Corps (968,000)

US Navy (559,000)

US Marine Corps Leads The Way In Instagram Followers

Despite being one of the smallest (in terms of active personnel) of the military branches, the US Marine Corps has almost double the amount of Instagram followers as the next highest branch (US Army), and 7 times the audience of the US Coast Guard.

Who has the most Instagram posts?

(As of 11/20/2016 – Data calculated by Social Web Tactics)

US Air Force (1,089)

US Army (143)

US Coast Guard (3,095)

US Marine Corps (1,265)

US Navy (539)

US Coast Guard Creates The Most Instagram Content

Despite being the smallest (in terms of active personnel) of the military branches, the US Coast Guard is incredibly active on Instagram - posting content several times a week. They have produced more than 2x as much content as the Marine Corps and 21x more content than the US Army.

U.S. Air Force On Instagram

Detailed Summary: The U.S. Air Force On Instagram

Their profile motto is “Fly, fight, win in air, space and cyberspace.”

They specify in their profile description that external links or following of accounts is not equal to an endorsement.

The US Air Force is only following 137 Instagram accounts. Notable follows include: The Washington Nationals and the KC Royals (the only two specific sports teams from the top US leagues), the US Soccer Women’s National Team (the only other team), different fighter wings, air force bases, media outlets, and the British Army.

% of Posts of All US Military Branches:

(As of 11/20/2016 – Data calculated by Social Web Tactics)

US Air Force (18%)

% of Followers of All US Military Branches:

(As of 11/20/2016 – Data calculated by Social Web Tactics)

US Air Force (18%)

Number of Followers on Instagram:

(As of 11/20/2016 – Data calculated by Social Web Tactics)

US Air Force (479,000)

Number of Posts on Instagram:

(As of 11/20/2016 – Data calculated by Social Web Tactics)

US Air Force (1,089)

What Types Of Images Perform Well

Videos that have been popular on the Air Force Instagram account include action videos of fighter jets, as well as launches. Those posts have generated over 30K views. Other videos that highlight specific planes, such as the C-130 Hercules, also are viewed at high rates. The time-lapse video of a F-16 at sunset was incredibly popular. Others popular images over the last six months include the Star Wars helmet, refueling of a Raptor, other pictures of mid-air refueling efforts, and pictures of groups of fighters in the air.

Who Is The Air Force Following On Instagram?

The Air Force is following 137 accounts (11/20/2016). For purposes of our data collection, we have excluded non-Air Force accounts. As noted above, the Air Force does follow media websites, sports teams, and other non-military related Instagram accounts. Click to expand the directory of military-related accounts.

What Are Some Popular Instagram Accounts Related To The U.S. Air Force?

While the Air Force posts a lot of content, there are others who post content that supports the Air Force. These accounts have high visibility within the Air Force community, and should be seen as strong influencers. Click to expand the directory of accounts.

What Are Some Popular Instagram Hashtags Related To The U.S. Air Force?

We have collected some of the most popular Instagram hashtags used with posts for the Air Force. There may be other events or hashtags that the Air Force uses, so it is important to monitor trends to seize on any new hashtags. Click to expand the directory.

Overall, the US Army is not exceptionally active on Instagram. Over the most recent two month period they posted 40 times to Instagram, which averages out to 5 times per week. The US Army Instagram account does not follow outside media organizations (only the Army Times) or sports teams (only Army college sports teams). Mostly, the Army follows National Guard units, the other military branches, DoD, and a series of civilian federal agencies.

% of Posts of All US Military Branches:

(As of 11/20/2016 – Data calculated by Social Web Tactics)

US Army (2%)

% of Followers of All US Military Branches:

(As of 11/20/2016 – Data calculated by Social Web Tactics)

US Army (20%)

Number of Followers on Instagram:

(As of 11/20/2016 – Data calculated by Social Web Tactics)

US Army (551,000)

Number of Posts on Instagram:

(As of 11/20/2016 – Data calculated by Social Web Tactics)

US Army (143)

What Types Of Images Perform Well

The Army likes to showcase its service men and women in action. The most popular posts have involved training exercises. Soldiers who have participated in specific types of training in the past comment frequently about their experiences. Live action photos, such as the firing of the Paladin (bottom right) also are popular. Providing images that show support for the Army mission or training are likely to be well-received by the Army, its soldiers, and others.

Who Is The Army Following On Instagram?

The Army is following 49 accounts (11/20/2016). For purposes of our data collection, we have excluded non-Army and non-military accounts. As noted above, the Army does follow media websites, some non-military government agencies (NOAA, TSA and U.S. Fish and Wildlife Service), and other non-military related Instagram accounts. Click to expand the directory of military-related accounts.

What Are Some Popular Instagram Accounts Related To The U.S. Army?

The Army does not post a lot of content. There are, however, others who post content that supports the Army and its missions. These accounts have high visibility within the US Army community, and should be seen as strong influencers. Click to expand the directory of accounts.

DVIDS is a 24/7 operation that provides timely, accurate and reliable connection between the media and the military serving around the world.

www.dvidshub.net

What Are Some Popular Instagram Hashtags Related To The U.S. Army?

We have collected some of the most popular Instagram hashtags used with posts for the Army. There may be other events or hashtags that the Army uses, so it is important to monitor trends to seize on any new hashtags. Click to expand the directory.

U.S. Coast Guard On Instagram

Detailed Summary: The U.S. Coast Guard On Instagram

The US Coast Guard follows all the military branches, as well as several civilian branches, departments, and agencies of the U.S. government. They do not follow any media organizations. But do follow Canada’s military and the British Royal Navy.

The Coast Guard also follows three private accounts, which do not appear to have any direct connection to the service itself: Kevin Alvarez, Pretty Fly for a White Guy, and Ellie.

The Coast Guard does not receive as many “likes” or “views” for its posts compared to the other service branches, but they do post a significant amount of content on a weekly basis. A high volume post for the Coast Guard will generate over 2,000 “likes” or “views.”

% of Posts of All US Military Branches:

(As of 11/20/2016 – Data calculated by Social Web Tactics)

US Coast Guard (50%)

% of Followers of All US Military Branches:

(As of 11/20/2016 – Data calculated by Social Web Tactics)

US Coast Guard (5%)

Number of Followers on Instagram:

(As of 11/20/2016 – Data calculated by Social Web Tactics)

US Coast Guard (141,000)

Number of Posts on Instagram:

(As of 11/20/2016 – Data calculated by Social Web Tactics)

US Coast Guard (3,095)

What Types Of Images Perform Well

The Coast Guard shares a lot of pictures and videos from training operations, activities, and from the day in the life of Coast Guard personnel. Given the wide range of responsibilities of the Coast Guard, they share pictures including lighthouses along the US coast, personnel pets, events / activities, and other moments that go beyond their core mission. Capturing the Coast Guard in action is one of the most popular types of posts on their Instagram account. Photos that include supporting relief efforts in Haiti, rescuing illegal immigrants at sea, or conducting normal operations such as ship-to-ship refueling or nighttime helicopter landings.

Who Is The Coast Guard Following On Instagram?

The Coast Guard is following 37 accounts (11/20/2016). But the USCG does not have the same type of network the other service branches have. There are no bases, forts, stations, or other kinds of facilities listed. Given the limited nature of the USCG’s network, we have focused only on those accounts that have a more direct connection with the Coast Guard’s missions. Click to expand the directory.

The official #USCG recruiting page. We protect those on the sea, protect the Nation from threats delivered by the sea and protect the sea itself.

www.gocoastguard.com

What Are Some Popular Instagram Accounts Related To The U.S. Coast Guard?

While the Coast Guard posts a lot of content, there are others who post content that supports the USCG. These accounts have high visibility within the Coast Guard community, and should be seen as strong influencers. Click to expand the directory of accounts.

Official Instagram account of Redstone Arsenal Family and Morale, Welfare and Recreation.

www.redstonemwr.com

What Are Some Popular Instagram Hashtags Related To The U.S. Coast Guard?

We have collected some of the most popular Instagram hashtags used with posts for the Coast Guard. There may be other events or hashtags that the Coast Guard uses, so it is important to monitor trends to seize on any new hashtags. Click to expand the directory.

U.S. Marine Corps On Instagram

Detailed Summary: The U.S. Marine Corps On Instagram

Though the US Coast Guard has produced more content, the Marines produce a great deal of content as well for their Instagram account – and have the largest audience of all the military service branches. In fact, they are closing in one 1 million Instagram followers.

% of Posts of All US Military Branches:

(As of 11/20/2016 – Data calculated by Social Web Tactics)

US Marine Corps (21%)

% of Followers of All US Military Branches:

(As of 11/20/2016 – Data calculated by Social Web Tactics)

US Marine Corps (36%)

Number of Followers on Instagram:

(As of 11/20/2016 – Data calculated by Social Web Tactics)

US Marine Corps (968,000)

Number of Posts on Instagram:

(As of 11/20/2016 – Data calculated by Social Web Tactics)

US Marine Corps (1,265)

What Types Of Images Perform Well

The US Marine Instagram account has some of the best photography and videos of all the service branches. The posts are not just from the Marine Corps, but from former Marines as well. The kinds of posts and videos that are popular include funeral services for Marines of all generations. The Marine Instagram feed and its audience has a high level of respect for all fallen Marines. Another popular feature is “This Week In 15 Seconds” which is a short video synopsis of key activities going on in the Marine Corps. The report is connected back to the Marines YouTube channel for additional details. Other videos that are popular are training videos. One highlight of jungle training earned the hashtag “badass.” Photos of training activities also are extremely popular – especially those that showcase work in foreign countries such as Norway.

Who Is The Marine Corps Following On Instagram?

The Marine Corps is only following 14 accounts (11/20/2016). Of the 14 accounts, several have direct connection to the Marine Corps mission. For our purposes, we have limited the accounts we are highlighting to those with a direct connection. Click to expand the directory.

We are the professional association of the #USMC. We publish the Gazette and Leatherneck Magazine. We support ALL #Marines through their career.

bit.ly/2eaqtqe

What Are Some Popular Instagram Accounts Related To The U.S. Marine Corps?

While the Marines posts a lot of content, there are others who post content that supports the Marine Corps mission. These accounts have high visibility within the Marine Corps community, and should be seen as strong influencers. Click to expand the directory of accounts.

MilitaryBoot is here to serve you! With the best quality of military pride & humor this shithole social media platform has to offer! Veteran Owned

www.facebook.com/MilitaryBoot

What Are Some Popular Instagram Hashtags Related To The U.S. Marine Corps?

We have collected some of the most popular Instagram hashtags used with posts for the Marines. There may be other events or hashtags that the Marines use, so it is important to monitor trends to seize on any new hashtags. Click to expand the directory.

% of Followers of All US Military Branches:

US Navy (9%)

Number of Followers on Instagram:

US Navy (559,000)

Number of Posts on Instagram:

(As of 11/20/2016 – Data calculated by Social Web Tactics)

US Navy (539)

What Types Of Images Perform Well

The Navy has done some exciting things with its video production. Placing a camera on the hull of the USS San Francisco to capture its 1,000th dive was very cool. Likewise, the video production showcasing the ships made from the 9/11 sites is very moving. The Navy also uses images of its fleet in movement or engaged in training operations. The picture of a ship experiencing “shock trials” to test its durability is quite gripping.

Who Is The Navy Following On Instagram?

The Navy is following 60 accounts (11/20/2016). For purposes of our data collection, we have focused on those accounts that have direct support for the Navy’s mission. We have exclude news / media organizations, as well as third party navies and civilian agencies within the US government. Click to expand the directory.

What Are Some Popular Instagram Accounts Related To The U.S. Navy?

While the Navy posts content, there are others who post content that supports the Navy. These accounts have high visibility within the Navy community, and should be seen as strong influencers. Click to expand the directory of accounts.

What Are Some Popular Instagram Hashtags Related To The U.S. Navy?

We have collected some of the most popular Instagram hashtags used with posts for the Navy. There may be other events or hashtags that the Navy uses, so it is important to monitor trends to seize on any new hashtags. Click to expand the directory.

Social Web Tactics is a digital marketing and sales agency that creates dynamic research reports, and conducts detailed analysis on industry trends covering a wide variety of industries and audiences. Interested in gathering greater insights and developing new strategies for your business? We are ready and able to help your company develop and execute a successful strategy that leads to greater growth.